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Cigarette maker ITC Ltd, which made a big-splash entry in 2007 into the highly competitive market for consumer products such as soaps and shampoos, plans to expand its range of personal care brands as it strives for a bigger market share. ITC’s current personal-care portfolio includes soaps, shampoos and fragrances. These products are marketed under the Fiama Di Wills, Superia and Vivel brands. ITC has made sizeable investments in launching personal care products, spending heavily on advertising and promotions and distribution. ITC Personal Care is aggressively selling its premium personal care range Fiama Di Wills and Essenza Di Wills at ITC's retail model Wills Lifestyle stores. Go-to-market strategy seems to be the new mantra for the FMCG major ITC. In Marketing Management, the term Go-To-Market strategy refers to the channels a company will use to connect with its customers/business and the organizational processes it develops to guide customer interactions from initial contact through fulfillment.A firm's Go-To-Market strategy is the mechanism by which they propose to deliver their unique value proposition to their target market. That value proposition is based on the choices the business has made to focus on and invest in markets and solutions that they believe will respond positively to the increased attention. To drive volumes in the competitive markets, ITC are expanding their retail models.
The main reason for consumers to buy Fiama Di Wills was the credibility of ITC and their experience in diverse FMCG categories, as they believe in high quality products after extensive market and product research. The second reason a variety of products for different needs in different packaging and attractive color and packaging shapes. Packaging also plays a key role in the marketing of Fiama Di Wills which adds a lot to attract the eyes of consumers. The bottles are transparent, which make consumers look through the color of shampoo etc. The looks will definitely attract many of users. The third reason to experience of product is the shampoo is really smooth and jelly effect is something more impressive. Fiama has high imagery that is Fiama Di Wills itself gives an international feel and gives high value in an affordable price which is priced at Rs. 99 for the big bottle.
ITC carried its branding activity with élan, using one of the leading stars in Indian cinema, Deepika Padukone, what mattered most was the way product was positioned in a market where hair care products were divided between cosmetic and natural. Fiama Di Wills positioned itself as being the perfect blend of Nature and Science.
3 comments:
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it will be very helpful for me if you provide the brands of ITC, HUL and P&G.
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Go-To-Market strategy is most useful to deliver their value proposition to their target market. Thanks for this helpful information.
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